System and method for advertisement delivery within a video time shifting architecture

ABSTRACT

The present invention is directed to systems and methods for employing canonical metadata to describe advertisements comprising an advertiser storing an advertisement and arbitrarily complex metadata that is descriptive of the advertisement, which is received at a control center. At the control center, the advertisement is mapped to canonical metadata. The advertisement and canonical metadata are stored at the control center for use in discriminating between advertisements from a plurality of advertisers.

This application is a continuation of U.S. application Ser. No.10/662,776, filed Sep. 15, 2003, now pending.

RELATED APPLICATIONS

This application is related to the following commonly owned patentapplication, which is hereby incorporated by reference herein in itsentirety:

-   -   application Ser. No. 10/302,550, titled “PROGRAM GUIDE AND        RESERVATION SYSTEM FOR NETWORK BASED DIGITAL INFORMATION AND        ENTERTAINMENT STORAGE AND DELIVERY SYSTEM,” filed Nov. 22, 2002.

COPYRIGHT NOTICE

A portion of the disclosure of this patent document contains materialwhich is subject to copyright protection. The copyright owner has noobjection to the facsimile reproduction by anyone of the patent documentor the patent disclosure, as it appears in the Patent and TrademarkOffice patent files or records, but otherwise reserves all copyrightrights whatsoever.

BACKGROUND OF THE INVENTION

The invention disclosed herein relates generally to the distribution ofadditional content, such as commercials and other advertising,interspersed with a video program, e.g., television programs. Moreparticularly, the present invention relates to the distribution ofadditional content interspersed with a video program within a video timeshifting architecture, one embodiment of which is a network digitalvideo recorder (NDVR) architecture.

The NDVR content distribution architecture presents a fundamentally newvideo asset distribution paradigm that empowers consumers with greatercontrol, choice and convenience. Advantageously, the NDVR architectureallows consumers of video content to customize their viewing experience,including the ability to pause live broadcast television, restart orrewind shows currently in progress, fast forward and rewind prerecordedprograms and record multiple programs simultaneously. Furthermore, thisparadigm provides new opportunities for the delivery of advertisements,such as advertisements delivered with on demand video assets, as well asplayback of prerecorded programs with additional or replacementadvertising through the functionality that the NDVR architectureprovides.

There is thus a need for novel systems and methods to capitalize uponthe advertisement distribution opportunities that an NDVR contentdistribution architecture presents.

BRIEF SUMMARY OF THE INVENTION

A number of solutions are described herein for supporting advertisementdistribution within a video time shifting architecture. For example, thesystems and methods of the present invention may provide bumperadvertisements, which are advertisements inserted before or after aclient requested program, pause advertisements presented when a clientsends a pause control command to a video server or additional andreplacement advertisements. Furthermore, the present invention providesfunctionality for targeting both the bumper and pause advertisementsthat the client views.

According to one embodiment, the present invention consists of a systemfor creating a program for delivery to a client in a video time shiftingarchitecture. The system comprises an advertisement selection system(ADS) operative to select one or more advertisements and transmit one ormore identifiers that uniquely identify the selected advertisements, aswell as an advertisement management system (AMS) operative to requestcontent from an ADS and generate a playlist that identifies content,including a user requested time shifted program and the one or moreselected advertisements. A video server is operative to interpret theplaylist and deliver the content to the user. The components of thepresent invention may also generate a dynamic playlist whereby thecontent identified in a playlist is modified after delivery to the videoserver.

The AMS is responsible for generating playlists to instruct the videoserver as to the proper video to deliver to a client in response tocontrol commands that the client generates. Accordingly, the playlist,which is a listing of content and may consists of the content itself orpointers to locations where the content is maintained, is composed of aclient requested program and one or more advertisements. Advertisementsmay be identified as being used for specific purposes. For example, theAMS may generate a playlist that identifies a given one of the one ormore advertisements as a bumper advertisement for delivery by the videoserver prior to the user requested program.

Alternatively or in conjunction, the AMS may generate a playlist thatidentifies a given one of the one or more advertisements as a pauseteaser advertisement for delivery by the video server upon receipt of apause control command and a playlist that identifies a given one of theone or more advertisements as a pause advertisement for delivery by thevideo server upon receipt of a pause advertisement control command.Furthermore, the playlist is indexed to allow the video server to locatedifferent segments within the playlist, e.g., a client requested programand one or more commercials. According to one embodiment, the playlistis indexed according to Normal Play Time (NPT), thereby allowing theclient to be completely unaware of the advertising content and making itnearly impossible for the client to employ ad skipping functionality dueto the fact that the playlist is viewed by the client as a single pieceof content.

The video server is operative to receive control commands from a clientand access content as defined by the playlist. For example, the videoserver is operative to receive a pause control command from a client,whereby either the client or the video server may mark the location inthe playlist that corresponds to a point in time when the video serverreceives the pause command and advance to the index of an advertisementin the playlist. In response, the client may display a pause video stillwindow upon transmission of a pause control command, which includesoperating instructions. According to one embodiment, transmitting apause control command causes the video server to advance to a pauseteaser advertisement in the playlist and begins delivery of the pauseteaser advertisement to the client for display. Similarly, when thevideo server receives a pause advertisement control command, it advancesto and begins delivery of a pause advertisement. When a resume commandis received, the video server returns to the location in the playlistthat corresponds to a point in time when the video server receives thepause command and commences delivery of the user requested program.According to an alternative embodiment, the client may mark the pauseposition in the playlist and transmit the position to the video server.For example, when the client issues a pause control command, it marksthe NPT index of where the pause control command was issued and requeststhat the video server play the content from an NPT index that representsthe pause teaser advertisement. One or more NPT indexes for pause teaseradvertisements may exist through which the client may cycle.

The ADS is operative to select one or more advertisements according to atargeting algorithm, which preferably operates on the basis of aggregateviewing information. Furthermore, the ADS may comprise a connection toan external targeting system. One example of an external targetingsystem is a PRIZM system. The ADS or a similar associated advertisementselection system transmits advertisements and advertisement metadata tothe AMS, which is also referred to by the acronym ADM, for persistentstorage. The terminology of AMS and ADM are hence interchangeable asdescribed and utilized herein. In response to receipt of a newadvertisement, the ADM transmits an acknowledgement to the ADS uponreceipt of the advertisement and advertisement metadata.

The system can contain multiple ADS modules. For example, a given ADSmay target bumper and pause advertisements on a first network andanother ADS may target pause and bumper advertisements on a secondnetwork. A third ADS may be used to select local replacement advertisingfor either original or expired content whereas a default ADS may supplycontent such as Public Service Announcements (PSA's) if no other ADS isavailable to satisfy the request.

As indicated above, the video server receives control commands from theuser. When the user requests initiation of a program, the video serverrequests a new playlist from the ADM upon receipt of a new programinitiation command. When requesting programming with advertising, theADM determines whether the user is requesting a program with expiredadvertising as the present invention may be performing playback ofcontent subsequent to its initial airing. Where advertising within aprogram has expired, the ADM transmits a request to the ADS to selectone or more advertisements for replacement of expired advertising.Otherwise, the ADM transmits a request the ADS to select one or moreadvertisements included in the program as originally broadcast.

When the user initiates a new session, the ADM is called to determinethe given advertisements that can be inserted into the requestedcontent, e.g., bumper or pause advertisements. In facilitating thisfunctionality, the ADM may contain a rights manager to calculate thenumber and types of advertisements that the ADM is allowed to deliverwith the requested content. The rights manager may also containinformation as to whether replacement advertisements are allowed orrequired.

The present invention provides a method for processing an advertisementusing arbitrarily complex metadata. The method comprises storing anadvertisement and arbitrarily complex metadata that is descriptive ofthe advertisement at an advertiser. The arbitrarily complex metadata mayalso include at least one of a unique identifier, the advertisementname, creation date, advertisement description information, andpreferred playback time of the advertisement. The advertisement isreceived at a control center, mapped to canonical metadata, and theadvertisement and the canonical metadata are stored at the controlcenter. The method may comprise associating the advertisement withadvertiser information and storing the advertiser information at thecontrol center.

Embodiments of the method also comprise receiving, at the controlcenter, a request from the advertiser to display the advertisement byreference to the canonical metadata, and displaying the advertisement.Additionally, the method may include the steps of storing a logicalarray at the control center that identifies program scheduling anddescription information for a given show and advertisers who desire todisplay advertisements for the given show, and contacting acorresponding advertiser based on an entry in the logical array when thecontrol center determines that an advertisement is needed during thegiven show.

According to another embodiment of the method of the present invention,a method for processing an advertisement comprises storing anadvertisement at an advertiser in association with arbitrarily complexmetadata that describes the advertisement, receiving the advertisementat a control center from the vendor, mapping the advertisement tocanonical metadata that including less information than the arbitrarilycomplex metadata, storing the advertisement at the control center inassociation with the canonical metadata, storing a logical array at thecontrol center that identifies program scheduling and descriptioninformation for a given show and advertisers who desire to displayadvertisements for the given show, contacting a corresponding advertiserbased on an entry in the logical array when the control centerdetermines that an advertisement is needed during the given show, andreceiving the canonical metadata from the vendor.

According to another embodiment of the invention, a control center isprovided that displays advertisements. The control center comprises aprocessor operative to receive an advertisement and arbitrarily complexmetadata relating to the advertisement from an advertiser. The processoris further operative to map the advertisement to canonical metadata, thecanonical metadata including less information than the arbitrarilycomplex metadata. The arbitrarily complex metadata may include at leastone of a unique identifier, the advertisement name, creation date,advertisement description information, and preferred playback time ofthe advertisement.

The control center also comprises a memory operative to store theadvertisement in association with the canonical metadata and,optionally, advertisement in association with advertiser information.The memory may also store a logical array that identifies programscheduling and description information for a given show and advertiserswho desire to display advertisements for the given show, the controlcenter contacting a corresponding advertiser based on an entry in thelogical array when the control center determines that an advertisementis needed during a given show.

Another embodiment of the invention discloses a system for displaying anadvertisement. The system comprises an advertiser maintaining one ormore advertisements at a control center. According to the embodiment,the control center includes an advertisement management system (AMS)operative to receive an advertisement and arbitrarily complex metadatarelating to the advertisement from an advertiser and map theadvertisement to canonical metadata that includes less information thanthe arbitrarily complex metadata, as well as a memory operative to storethe advertisement in association with the canonical metadata. Thecontrol center may receive a request from the advertiser to display theadvertisement by reference to the canonical metadata, in response towhich the control center displays the advertisement.

The memory may store the advertisement in association with advertiserinformation. Similarly, the memory may store a logical array thatidentifies program scheduling and description information for a givenshow and advertisers who desire to display advertisements for the givenshow, and the control center contacts a corresponding advertiser basedon an entry in the logical array when the control center determines thatan advertisement is needed during a given show. The arbitrarily complexmetadata may include at least one of a unique identifier, theadvertisement name, creation date, advertisement descriptioninformation, and preferred playback time of the advertisement.

Another embodiment of the invention describes an application programinterface (API) for facilitating communication between a first computerand a second computer. The API comprises means for the first computer torequest registration with the second computer, means for the secondcomputer to respond to the registration request of the first computer,means for the second computer to request an advertisement identifierfrom the first computer in response to the occurrence of an event, andmeans for transmitting the advertisement identifier from the secondcomputer to the first computer.

The API of the present invention may further comprise means for thesecond computer to acknowledge to the first computer that playback of anadvertisement associated with the advertisement identifier is complete,means for the second computer to alert the first computer that a newadvertisement is available, means for the first computer to instruct thesecond computer to list a set of available advertisements, and means forthe second computer to transmit a listing of the set of availableadvertisements in response to the first computer's instruction.Additionally, the API may include means for the first computer and thesecond computer to exchange service error messages.

The means for requesting registration may comprise means for identifyingone or more services, which may identify a scope and an advertisementtype of the one or more services. The means for responding may identifyone or more service errors. The means for requesting an advertisementmay comprise means for identifying one or more attributes. The one ormore attributes may be selected from the group consisting of a sessionidentifier, a local zone identifier, a service group and a zip+4. Themeans for requesting an advertisement may comprise one or morecomponents, wherein the one or more components comprises an avail thatidentifies one or more avail components selected from the groupconsisting of an advertisement type, an expected time of fulfillment, atime at which the avail was created, an advertiser identifier, a scopeof the avail, an avail identifier and a duration of the avail. The oneor more components may comprise a program component that identifies aprogram identifier, a terminal address component that identifies aterminal to which an avail is to be delivered, and one or more targetingcodes to facilitate targeting of a given advertisement.

Another embodiment of the invention describes an advertisementmanagement system (ADM) that implements an application program interface(API) to expose functionality offered by the ADM to one or moreadvertisement selection systems (ADS). The API exposes functionality toallow the ADS to register with the ADM, allows the ADM to requestfulfillment of avails by the one or more ADS, and allow the ADS tosupply one or more advertisement identifiers to the ADM foradvertisement selection and playback to a client.

Other embodiments describe an application program interface (API) forfacilitating communication between a first computer and a secondcomputer. The API comprises means for the first computer to requestregistration with the second computer, means for the second computer torespond to the registration request of the first computer, means for thesecond computer to request an advertisement identifier from the firstcomputer in response to the occurrence of an event, means fortransmitting the advertisement identifier from the second computer tothe first computer, means for the second computer to acknowledge to thefirst computer that playback of an advertisement associated with theadvertisement identifier is complete, means for the second computer toalert the first computer that a new advertisement is available, meansfor the first computer to instruct the second computer to list a set ofavailable advertisements, and means for the second computer to transmita listing of the set of available advertisements in response to thefirst computer's instruction.

BRIEF DESCRIPTION OF THE DRAWINGS

The invention is illustrated in the figures of the accompanying drawingswhich are meant to be exemplary and not limiting, in which likereferences are intended to refer to like or corresponding parts, and inwhich:

FIG. 1 is a block diagram presenting a configuration of hardware andsoftware components for advertisement distribution within an NDVRarchitecture according to one embodiment of the present invention;

FIG. 1A is a swimlane diagram presenting the flow of control between aclient and an NDVR control center according to one embodiment of thepresent invention;

FIG. 2 is a flow diagram presenting a technique for nationaladvertisement integration according to one embodiment of the presentinvention;

FIG. 3 is a flow diagram presenting a method for national advertisementinitiation according to one embodiment of the present invention;

FIG. 4 is a flow diagram presenting a method for national advertisementdelivery according to one embodiment of the present invention;

FIG. 5 is a flow diagram presenting a method for local advertisementdelivery according to one embodiment of the present invention;

FIG. 5A is a flow diagram presenting a method for delivering properlyzoned local advertising when viewing live or near live programmingaccording to one embodiment of the present invention;

FIG. 5B is a flow diagram presenting a method for a method fordelivering properly zoned local advertising when viewing recordedprogramming according to one embodiment of the present invention;

FIG. 5C is a flow diagram presenting an alternative method fordelivering properly zoned local advertising when viewing recordedprogramming according to one embodiment of the present invention;

FIG. 5D is a flow diagram presenting a method for generating dynamicplaylists for the dynamic delivery of advertising according to oneembodiment of the present invention;

FIG. 6 is a flow diagram presenting a method for playlist generationaccording to one embodiment of the present invention; (602 another videosever, needs an R)

FIG. 7 is a block diagram presenting a pause advertisement playlistaccording to one embodiment of the present invention;

FIG. 8 is a block diagram presenting pause advertisement descriptorinformation according to one embodiment of the present invention;

FIG. 9 is a block diagram presenting a bumper advertisement playlistaccording to one embodiment of the present invention;

FIG. 10 is a block diagram presenting a combination playlist consistingof bumper and pause advertisements prepended to a viewer requested assetaccording to one embodiment of the present invention;

FIG. 11 is a flow diagram presenting a method for bumper advertisementplayback according to one embodiment of the present invention;

FIG. 12 is a flow diagram presenting a method for pause advertisementplayback according to one embodiment of the present invention;

FIG. 13 is a block diagram presenting a configuration of hardware andsoftware components to provide targeted advertising without the releaseof personally identifiable information according to one embodiment ofthe present invention;

FIG. 14A is a block diagram presenting a relationship betweenadvertisement availability and advertisement vendors according to oneembodiment of the present invention;

FIG. 14B is a block diagram presenting a relationship between advertiserinformation and a video asset by way of canonical metadata according toone embodiment of the present invention;

FIG. 15 is a block diagram presenting hardware and software componentsfor creating a relationship between advertiser information and a videoasset by way of canonical metadata according to one embodiment of thepresent invention; and

FIG. 16 is a tree diagram presenting an application program interfacefor communication between an advertising vendor and advertisementsubsystem of an NDVR distribution system according to one embodiment ofthe present invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

With reference to FIGS. 1 through 15, embodiments of the invention arepresented. FIG. 1 presents the configuration of the hardware andsoftware components for advertisement distribution within an NDVRarchitecture according to one embodiment of the present invention.Typically, a plurality of programmers 102 are developing video programsfor broadcast to consumers over various transmission media, such as, butnot limited to, cable television, over-the-air broadcast, directbroadcast satellite, video and data networks such as the Internet, andother point to multipoint and multipoint to multipoint distributionsystems.

A given programmer 102 creates an asset by using an asset creation tool108. The asset creation tool 108 includes one or more softwareapplications that the programmer 102 uses to generate the video asset.For example, where the programmer is creating an episode of thetelevision program Friends™, he or she employs the use of a number ofvideo editing tools to modify the program video, such as to segment orotherwise splice the video for later insertion of advertising assets,and encode the finished video for distribution to consumers. Theprogrammer 102 employs an inventory management tool 110 to analyze thedistribution demographics and determine the amount of advertisingavailable.

The inventory management tool 110 informs the programmer 102 as to theamount of available advertising inventory (each of which is referred toas an “avail”). The programmer 102 communicates with one or moreadvertisers 136 to obtain advertising on the basis of this inventory, inother words, sell the avails to advertisers. The advertiser 136identifies the substance and terms of the advertisement campaign as aset of metadata, e.g., a unique identifier, title, description, targetaudience, program in which the advertisement is to appear, day/time,etc., that it associates with the advertisement. The campaign managementcomponent 106 provides this functionality, which involves creating anadvertising campaign out of available inventory. The advertiser 136 maypackage or format the metadata according to one or more data formattinglanguages known to those of skill in the art, for example, according toan extensible Markup Language (XML) schema. As is explained in greaterdetail herein, the present system allows an advertiser to use anarbitrarily complex metadata to describe the program.

The programmer 102 uses its distribution mechanism, such as a pitcher112 a, to transport the program to an NDVR control center 134 thatprovides NDVR functionality for one or more program or assetdistribution systems. The NDVR control center 134 includes a receivingmechanism, such as catcher 116, that is in communication with pitchersfrom one or more programmers 102 or advertisers 136 to receiveadvertisement video and metadata for distribution. According oneembodiment of the pitcher/catcher metaphor, content is sent from theprogrammer's “pitcher” 112 a via satellite to a “catcher” server device116 positioned at the NDVR control center 134. Alternative methodsinclude IP transmission over the Internet, possibly utilizing a VPN(Virtual Private Network), SSH (Secure Shell), SSL (Secure SocketsLayer) or other secure transmission methods.

The programmer 102 uses its distribution mechanism, such as a pitcher112 a, to transport the program to an NDVR control center 134 thatprovides NDVR functionality for one or more program or assetdistribution systems. The NDVR control center 134 includes a receivingmechanism, such as catcher 116, that is in communication with pitchersfrom one or more programmers 102 or advertisers 136 to receiveadvertisement video and metadata for distribution. According oneembodiment of the pitcher/catcher metaphor, content is sent from theprogrammer's “pitcher” 112 a via satellite to a “catcher” server device116 positioned at the NDVR control center 114. Alternative methodsinclude IP transmission over the Internet, possibly utilizing a VPN(Virtual Private Network), SSH (Secure Shell), SSL (Secure SocketsLayer) or other secure transmission methods.

One or more advertisers 136 also operate pitchers 112 b that are incommunication with the catcher 116 at the NDVR control center 134. Inthis manner, advertisers 136 may supply advertisements directly to theNDVR control center 134 for use, as is explained in greater detailherein, in conjunction with NDVR functionality such as pauseadvertisements and bumper advertisements appended and prepended toprograms that a consumer requests. The catcher 116 also generates one ormore packages 124 from the advertisements that it receives directly fromadvertisers 136.

When the catcher 116 receives new assets, it passes a request to anobject broker 118 to instantiate a new data structure or software objectfor storage of the asset and its metadata. According to one embodimentof the invention, the object broker 118 is a CORBA interface thatprovisions the package 124 according to the components that comprise theasset, e.g., one or more advertisements, teaser videos, graphics stillsor other content items.

The NDVR control center 134 includes a communications bus 126 over whichthe NDVR control center's various components communicate, which issimply one embodiment of a software method for implementinginter-component messaging. The object broker 118 instantiates one ormore packages 124, e.g., data structures or objects to maintain assetsand metadata, which it passes to content storage 122 for persistentstorage. The content storage utilizes one or more types of data storesknown to those of skill in the art including, but not limited to, arelational database, an object-oriented database, a hybridobject-relational database or simply as files in a video optimized ortypical file system well known to those of skill in the art.

The NDVR control center 134 is connected to a distribution network 138.According to one embodiment, the NDVR control center 134 provides NDVRfunctionality to one or more headends or similar regional distributioncenters over a distribution network 138. In this manner, the one or moreheadends pass control commands from their clients to the NDVR controlcenter, which in turn supplies the NDVR functionality that a givenclient is requesting. Alternatively, any given headend in a video assetdistribution system may comprise the components of the NDVR controlcenter 134. According to this embodiment, the distribution network 138comprises a number of clients, each typically including a set topterminal or other network access device such as a personal computer,with the NDVR control center 134 providing NDVR functionality directlyto the clients.

The video server 132 receives control requests, e.g., play, pause, fastforward, rewind, etc., from clients over the distribution network 138and performs an appropriate action. The video server 132 works inconjunction with other components of the NDVR control center 134 todeliver programming to clients over the distribution network 138. Thevideo server 132 also receives control commands from clients, which areinterpreted by logic at the video server to provide the response thatthe client is requesting. By way of example, when the client is watchinglive television and sends a pause control command over the network, thevideo server pauses the delivery of video data when it receives andinterprets the control command.

Periodically, a client generates a command that the video server 132interprets as creating a new avail. For example, assume that the clientis watching a live program and sends a pause command to the video server132. The pausing of the program that the client is viewing initiates anew session between the Video Server 132 and the client 140, creating anopportunity to present an advertisement to the client. Alternatively,when a client initiates playback of a previously recorded program, againinitiating a new session, there is an opportunity to present additionaladvertisements both before and after playback, so called bumperadvertisements. These new avails may be referred to as an NDVRadvertisement, NDVR avail or simply new avails. In response to thecreation of a new avail, the video server 132 sends a request for anadvertisement to an advertisement management system (ADM) 120.

Advertisers 136 utilize an advertisement selection system (ADS) 104 totarget advertisements in response to a request for fulfillment of anavail. The ADS 104 provides functionality that allow for selection oftargeted advertising through both internal functionality and links toexternal advertisement targeting systems. When an advertiser 136 usesits pitcher 112 b to transmit new advertising content to the NDVRcontrol center 134, the ADM 120 must notify the given advertiser's ADS104 of the new content arrival and provide a content directory for thenew content. Similarly, when an advertisement is out of date orotherwise no longer needed, the ADS 104 requests the ADM 120 to deletethe advertisement. Advertisers that provide NDVR advertisements toclients must also register with the ADM 120, in addition to transmittingthe advertisement's video assets and metadata to the NDVR control center134 for persistent storage in the content storage 122 data store.Accordingly, there may be a plurality of advertisers 136 incommunication with the NDVR control center 134 at any given time.

According to one embodiment of the invention, each advertiser purchasesthe rights to NDVR avails that occur during a given session. The ADM 120contacts one or more appropriate ADS 104 on the basis of the advertiserthat owns the avails or the service being requested. For example, theADM 120 maintains a matrix, map or other data structure that stores andcorrelates programs with advertisers, which is accessed and queried bythe ADM 120 to identify one or more appropriate ADS 104 to serveadvertisements for a given program. Associating an advertiser with agiven program is discussed in greater detail herein. Furthermore,different ADS systems 104 may provide different avail types, forexample, one ADS may register with the ADM 120 to provide pauseadvertisements while another ADS may provide only bumper or replacementads.

The ADM 120 receives the request for one or more advertisements from thevideo sever 132, optionally checking a rights management database todetermine if additional advertising can be added, and transmits anadvertisement request to an advertisement selector system (ADS) 104 thatan advertiser operates 136. Once the ADM 120 identifies one or moreappropriate ADS(s) 104 to serve NDVR avails, the ADM 120 passes an availrequest to the identified ADS(s) 104. The avail request may consist of anumber of pieces of data regarding the client and the program that theclient is currently displaying including, but not limited to, the IPaddress or other Layer 2 address of the client, the MAC or other Layer 3address of the client, the identifier of the client's PRIZM cluster, ZIPor ZIP+4 code, current program being viewed, channel, time, etc. The ADS104 uses the information in the avail request to select one or moreadvertisements that the ADM 120 should instruct the video server 132 toplay in response to the NDVR avail. The ADS 104 returns one or moreunique identifiers to the ADM 120, which the ADM 120 uses to identifyadvertisements in the content storage 122 that the video server 132 isto play back in response to the NDVR avail; the identifiedadvertisements are used as a part of a playlist. As is explained ingreater detail herein, the ADM 120 does not provide the ADS 104 or anyother third party with any personally identifiable information inviolation of Federal law, e.g., 47 U.S.C. §551, et seq.

In addition to transmitting a request to the ADM 120 for anadvertisement in response to an NDVR avail, the video sever 132 informsa reporting system 130 that it is about to play an advertisement inresponse to an NDVR avail. As the video server 132 begins playing theadvertisement, the reporting system 130 is in communication with thevideo server 132 over the communication bus 126 to trap for anysubsequent commands that the client is transmitting to the video server.Put another way, the reporting system is observing the video server todetermine and record what percentage of a given advertisement that thevideo server is playing for the client in addition to any “trick play”control commands, e.g., fast forward and rewind, that the user may issueduring the playback of a given piece of content.

The reporting system 130 also collects information regarding the clientincluding the IP address or other Layer 2 address of the client, the MACor other Layer 3 address of the client, the identifier of the client'sPRIZM cluster, ZIP or ZIP+4 code, current program being viewed, channel,time, etc. The reporting system 130 maintains the client viewinginformation in a data store, such as a relational database, which it mayanalyze across a number of clients for a given advertisement, over a setof advertisements from a given advertiser 136 or according to otherwell-known permutations. This information is owned by the NDVR controlcenter, which is responsible for determining what information is stored;according to one embodiment only aggregate data is compiled and releasedfor verification and analysis purposes.

The reporting system 130 may transmit various combinations of raw andprocessed aggregate viewing information to both programmers 102 andadvertisers 136 as defined by their business relationships. Thereporting system 130 provides advertisers with a wide amount ofinformation regarding the number of advertisements that they aredelivering and the percentage of those advertisements that clients arewatching, in addition to the manner in which they are being viewed. Inthis manner, advertisers can enter into agreements with the operator ofthe NDVR control center 134 to allow for compensation for providingadvertisements in response to NDVR avails, which may be based on thenumber of avails fulfilled, the percentage of an advertisement thatclients actually watch, or other metrics that the reporting system 130,programmer 102 or advertiser 136 calculate from the data that thereporting system 130 is collecting. Accordingly, programmers 102 mayalso use this information as an input to the campaign management tool106 to gauge the effectiveness of a given campaign. It should be noted,however, that the reporting system 130 is designed to provide onlyaggregate information to third parties and not specific informationregarding the viewing habits of a given client.

According to an alternative embodiment of the invention, the videoserver 132 requests the generation of a playlist when a client requestsa program. The playlist is a listing of content that the ADM 120arranges as a single entity or data structure. The video server 132sends the playlist request to the ADM 120 for the determination of thenumber of and selection of pause and bumper advertisements, e.g., NDVRavails. The ADM 120 selects an appropriate ADS 104 that applies one ormore algorithms to select one or more advertisement identifiers tofulfill a number of anticipated NDVR avails. On the basis of theadvertisement identifiers that the ADM 120 receives, it constructs aplaylist that comprises references to the NDVR advertisements that theADS 104 selects in conjunction with the program that the clientrequests. The ADM 120 may have several specialized ADS systems that areused to select default advertisements or local advertisements based onpreviously defined schedules or lists of assets. The ADM 120 returns theplaylist to the video server, which uses the playlist as a reference asto the content that it should transmit in response to a given controlcommand from a client. For example, when the client transmits a pausecontrol command to the video server 132, the client 140 selects a pauseadvertisement from the metadata 800 for presentation to the client. Theclient will typically play the pause ads and teasers in order withoutperforming any demographic or other advertisement selection.

Each client 140 utilizing the functionality of the NDVR control center134 has a physical interface for connecting to the distribution network138, e.g., a coaxial connection. Typically, the client device 140, whichmay be embodied in a set top box or set top terminal, contains aprogrammable microprocessor 142 for executing program code that a userloads via an input/output (“I/O”) interface 146 or that the client 140receives over the distribution network 138. The I/O interface consistsof both the physical and software I/O functionality that the client 140provides, for example, a coaxial interface to the distribution network138, and infrared interface for receiving signals from a remote control150, a smartcard reader for reading and writing to smartcard media, etc.The client 140 also maintains a codec 148 for decoding audio and videodata that it receives form the NDVR control center 134 via thedistribution network 138. As is well know to those of skill in the art,the client 140 may implement the codec 148 in hardware or as softwarethat the storage component 144 maintains. Furthermore, the storagecomponent 144, in addition to storing software, may provide storage forvideo content, such as advertisements, audio and still image data.

One embodiment of the high-level control flow between a client and theNDVR control center is illustrated in the swimlane diagram of FIG. 1A.The process generally begins with a user interacting with the clientterminal via a remote control device to initiate a given program, step152. The NDVR control center receives the request from the client toinitiate the program, causing it to retrieve one or more pieces ofadvertising content or pointers to the location of one or more pieces ofadvertising content, step 154. The NDVR control center uses theadvertising content to satisfy one or more avails, either those presentin a program, for example, local advertising opportunities, or thosecreated by a user action such as presenting a pause advertisement inresponse to the user issuing a pause command.

The NDVR control center builds a playlist to control the video that ispart of the program, e.g., the client requested program and one or morepieces of advertising content, step 156. As is explained in greaterdetail herein, the playlist is a listing of content that the NDVRcontrol center uses to control the specific video that it delivers toclients in response to control commands that the client generates. Theencoded content is delivered to the client, step 158, which is decodedby the client's audio and video decoding component for display on adisplay device, step 160. As the NDVR control center delivers encodedcontent, it marks the Network Play Time (NPT) point in the playlist forthe video that it is delivering at any given time. As the client decodesand displays video on the display device, e.g., the client watches theprogram, a routine continually listens for program control signals fromthe client that the user executes to control the manner in which isvideo is displayed, step 162, for example, pause, rewind, advance, etc.

Program control at the NDVR control center forks depending on thespecific command that the user issues to the client. Where the clientissues rewind or fast forward control command, steps 164 and 166, thevideo rewinds or advances at an accelerated rate, step 180, and thecontent is delivered to the client for decoding and display, steps 158and 160. When the user issues a subsequent play command, step 172, thevideo returns to the normal playback rate, which is delivered to theclient for decoding. Similarly, where the client issues a restartcontrol command, step 168, the video advances to the NPT start point inthe playlist for the program from which point the NDVR control centerdelivers the content for decoding and display. Depending on theembodiment, the client may store the NPT index and pass the index to thevideo server with the control command.

According to one embodiment, where the user issues a pause controlcommand, step 170, the NDVR control center or client advances to orrequests playback from the NPT point of a given advertisement fordisplay as a pause advertisement, step 184. The client, in turn,displays a pause screen graphic on the display device, step 186. Forexample, the pause screen graphic may include instructions that tell theuser to hit an “A” key on the remote control to view the pauseadvertisement and the play key to restart the program. Depending on theinstructions that the client issues, the program either continues or thepause advertisement is played.

The NDVR control center also traps for other functionality that thesystem offers. For example, where the NDVR control center receives acamera angle control command, step 174, it advances to the NPT point inthe playlist that contains or points to a program's alternate cameraangle video, step 188, which it delivers to the client for decoding anddisplay. Similarly, where the NDVR control center receives other controlcommands, step 178, it advances to the NPT point that contains or pointsto video content that is responsive to the received control command,step 190. The NDVR control center delivers content from the new NPTpoint, which the client decodes and displays, steps 158 and 160.Alternatively, the client may have one or more well known orpreconfigured NPT indexes and request the video server playback from agiven NPT index upon receipt of a given control command. It should beappreciated by those of skill in the art that according to the programflow of FIG. 1A, although presented in the context of a client accessinga remote NDVR control center, one could easily implement both componentsin a single device, such as in a set top box or terminal.

FIG. 2 presents one embodiment of a process for utilizing the advertiserand programmer components of FIG. 1 to perform integration ofadvertisements within a program. A programmer utilizes an integrationmanagement tool to assess advertisement inventory available within agiven demographic, step 202. Programs are typically broken into one ormore chapters or segments whereby the programmer may insert commercialsor other advertisements between the one or more chapters, referred to asavails. Alternatively, a programmer may insert real or placeholderadvertisements that may or may not be replaced or added to by the ADM.The programmer transmits details regarding the available advertisementinventory to the one or more advertisers, step 204.

The advertiser examines the program details and the number and placementof the avails within the program and expected demographics of theviewers to select advertisements, step 206. The advertiser employs oneor more algorithms to analyze the relative value of the programvis-à-vis other potentially available programs. The advertiser may alsoanalyze the placement of the available inventory to calculate the valueof each avail, e.g., avails in the middle of a program are potentiallymore valuable than avails at the end of a program when viewers tend totune away from the program. The advertiser selects one or moreadvertisements to fulfill avails within a program and transmits theadvertisement and metadata describing the advertisement to theprogrammer, step 206.

The programmer creates or modifies a campaign for a given program toinclude advertising, step 208. According to one embodiment, as theprogrammer receives advertising from advertisers to fill given avails,the programmer inserts the advertisement into the avail. The programmermay use digital video splicing tools that are well known to those ofskill in the art of splice the advertisement to the program, therebycreating one continuous data stream. Alternatively, the programmer waitsfor advertisements to come in from a plurality of advertisers or alladvertisers fulfilling avails for a given program before splicing theadvertisements into the program. At some point during splicing theadvertisements into the program, the programmer inserts cues that avideo server or similar distribution system interprets as indicating abreak in a program for presentation of an advertisement. One embodimentof these cues is promulgated by the Society of Cable TelecommunicationsEngineers (“SCTE”) under ANSI/SCTE 35 2001, entitled “Digital ProgramInsertion Cueing Message for Cable”, which is available athttp://www.scte.org/documents/pdf/ANSISCTE35201DVS253.pdf and hereinincorporated by reference in its entirety. Programmers may alsoimplement other cuing techniques known to those of skill in the art.

The programmer encodes the program and its advertisements fortransmission over a distribution network and associates metadata withrespective advertisements, step 210. Programmers may apply any number ofvideo encoding techniques to the program. Typically, programmers encodetheir programs according to the MPEG2 compression standard. The SCTEdefines one exemplary encoding technique for digital video transmissionover cable networks (ANSI/SCTE 07 2000) available athttp://www.scte.org/documents/pdf/ANSISCTE072000 DVS031.pdf, saiddocument herein incorporated by reference in its entirety. Theprogrammer also associates metadata that it receives from the advertiserwith the respective program, thereby allowing the NDVR control center toidentify the source and content of individual advertisements forpotential advertisement replacement and reordering as is explained ingreater detail herein. The NDVR control center receives the encodedprogram data and metadata from the programmer, step 212. Alternatively,the NDVR control center may acquire content from programmers andadvertisers via live transmission, whereby the NDVR control centersegments the programming after acquisition.

The process of advertisement integration illustrated in FIG. 2 continueswith one embodiment of the advertisement initiation process of FIG. 3.According to this embodiment, the programmer and NDVR control centeremploy a pitcher/catcher mechanism, respectively, to transmit theprogramming and metadata, step 302. The pitcher/catcher platformtypically relies on satellite transmission of content from programmersor advertisers, which operate a pitcher to transmit data, to cableheadends, e.g., the NDVR control center, which operate a catcher toacquire data. Other data transmission media may be used to connectprogrammers with an NDVR control center, such as the public Internet orVPNs. Alternatively, advertisers transmit advertisements and metadatadirectly to the NDVR control center for satisfaction of NDVR avails thatare created in response to user actions, e.g., transmission of a pausecommand.

The NDVR control center installs the metadata that it receives from theprogrammer into its ADM, step 304. With the metadata, the ADM is capableof interpreting instructions from both the video server and anadvertiser's ADS regarding the proper advertisements to play in responseto given commands that the system receives from a client or the need torearrange or substitute advertisements in a given program. The metadatainstallation process provides the ADM with intelligence regarding theavailable advertisements. The NDVR control center also installs videothat it receives from both programmers and advertisers into its contentstorage, step 306, which may comprise any number of storage paradigms,including file systems and relational databases.

The NDVR control center's ADM transmits a notification to theappropriate advertiser's ADS identifying one or more advertisements thathave become available, step 308. The ADM examines the metadata that itinstalls to identify the advertiser that owns the advertisement. Oncethe ADS receives notification that the advertisement is available fordistribution by the ADM via the video server, the ADS may select theadvertisement for presentation to the viewer. The ADM and ADS maytransmit the notification and presentation instructions over the primarydistribution network to which the NDVR control center comprises aconnection, e.g., cable network, or a secondary communications network,such as the Internet.

The process continues with FIG. 4, which illustrates one embodiment of aprocess for delivering programming and advertising to a client. A clientperforms an action that invokes a request for a program, for example,tuning to a live broadcast or performing playback of a previouslyrecorded program, step 402. In response to the request, the video serverthat is in communication with the client collects client and programinformation, which the video server packages as a request for processingby the ADM, step 404. The ADM may, in turn, enrich the request withadditional information, step 406, which may include, but not limited to,information identifying the distribution system or network to which theNDVR control center belongs or information that facilitates billing ofan advertiser for broadcast of an advertisement or providing theopportunity to do so. According to one embodiment, the ADM analyzes therequest from the video server and determines whether advertisementswithin the program that the client selects are amenable to reordering orreplacement. For example, where the client is requesting to viewpreviously recorded programming, it may be advantageous to replace alladvertising that forms part of the original broadcast, whereas withrecently recorded or programming that is currently broadcasting,contractual or other obligations may prevent the ADM from replacing someor all of the advertising in the program. On the basis of its analysis,the ADM modifies the request prior to transmission to the ADS foradvertisement fulfillment.

The ADM determines the number and type of avails, which the ADS analyzesrequest to determine the proper advertisements that it wants the videoserver to display to the client, step 408. Accordingly, the ADS caninsert multiple advertisements within a given avail to create a sectionwith the appropriate length (or other constraints) of the avail. The ADMprovides the ADS with a wealth of information regarding the client andprogram that he or she is instructing the video server to play. The ADSuses this data to calculate the proper advertisement for the videoserver to play according to one or more advertisement targetingtechniques well known to those of skill in the art, one example of whichis the PRIZM system that classifies every neighborhood in the UnitedStates in terms of 62 demographically and behaviorally distinct clustersfor advertisement targeting purposes. Alternatively, the ADS may targetadvertisements on the basis of the program into which the ADM is goingto insert the advertisement, and not on the basis of the clientrequesting the program. The ADS returns a set of zero or moreadvertisements to the ADM to fulfill a given program's availrequirements, step 408.

The ADM concatenates program information and advertisement informationinto a playlist for transmission to the video server, step 410. As isexplained in greater detail herein, the playlist is a listing of contentwhereby the ADM sets Normal Play Time (NPT) markers to delimitconstituent pieces of content within the playlist. According to publiclyavailable RFCs, Normal Play Time is clock that the viewer intuitivelyassociates with a program and which is often digitally displayed on aVCR. The beginning of a presentation corresponds to zero seconds andnegative values are not allowed. NPT advances normally when in normalplay mode, whereby the scale is equal to one, advances at a faster ratewhen in fast forward, decrements when in rewind and is fixed when set topause. According to certain embodiments of the invention, the start NPTin a playlist for a given program may be offset from zero and othercontent may be inserted in to the playlist between NPT zero and theactual start NPT for the given program, which is particularly useful inconjunction with pause advertisements where the NPT of the pauseadvertisement is well-known or preconfigured.

The video server receives the playlist from the ADM and retrievescontent from the NDVR control center's content storage according to theplaylist for transmission to the client, step 412. Those of skill in theart should understand, however, that the video server and the NDVRcontrol center's content storage may be hosted on the same physicaldevice. According to one embodiment, the video server interprets theplaylist as a series of pointers to content locations and uses theplaylist to determine the proper content to play to a client in responseto given control commands that it receives. The client receives contentfrom the video server that is responsive to the control commands thatthe client is transmitting, which it decodes for presentation on adisplay device, step 414. As with other embodiments of the invention,either the client or video server can select the NPT playback point inresponse to a given control command. Where the client selects the NPTpoint, the client communicates the index to the video server duringissuance of the control command.

The video server transmits content in the form of video streams to theclient for decoding and the reporting tool observes and records thesubstance of the content, step 416. According to one embodiment of theinvention, the reporting tool has access to content metadata or clientinformation. The reporting tool uses these and other data to calculateor process aggregate viewing statistics. For example, the reporting toolmay calculate aggregate statistics regarding viewers, the percentage ofgiven programs or advertisements that viewers are watching, etc.Alternatively, or in conjunction with processed data, the reporting toolmay transmit raw data or portions thereof directly to programmers andadvertisers for third party analysis, step 418.

Because local advertisers purchase avail opportunities for only one ormore local advertisement zones, a method is needed to ensure that theNDVR control center delivers programming with the proper localadvertising to a client in a given zone. FIG. 5 illustrates one suchembodiment of a method for delivering programming with localadvertising. As the NDVR control center receives programs with localadvertising, it records one copy of the program for each zone that itservices, step 502. The NDVR control center may segment localadvertising out of each copy of the program, or it may segment one feedand store additional zoned feeds in an unsegmented state, which it markswith a zone identifier, step 504. The invention may implement one ormore methods for determining where to insert the local advertising.Indications for local advertising insertion may consist of SCTE 35 cuepackets, DTMF cues in an analog system, contact closures that an analogsignal triggers, contact closures from an analog insertion system,network messages from an insertion system indicating the time ofinsertion, network message from a stat-mux/splicer device indicating thetime of insertion and imbedding segmenting messages in the networkdigital video stream.

While watching live programming or requesting time shifted programming,the user transmits an instruction to the client or otherwise performs anaction that invokes a request for a stored program or program currentlybeing acquired by the NDVR control center that contains localadvertising, step 506. The video server collects the client and programinformation as part of a programming request for processing by the ADM,step 508. The ADM receive the request and performs a check to determinewhether the user is attempting to view live content, step 510. Where theuser is attempting to view live content, the ADM generates a playlistthat identifies the client requested program that includes the correctlocal advertising for the program that is tagged with a zone identifiermatching the zone in which the client resides, step 512. The ADM returnsthe playlist to the video server, which delivers the program with theproperly zoned local advertising to the client for decoding and display,step 514. The reporting tool also receives an indication of theadvertisements that the video server is delivering to the client, whichit uses to update its records to reflect the advertisement delivery,step 516. At periodic intervals, the reporting tools send reports to theappropriate programmers and advertisers to provide aggregate viewingstatistics for programming and advertisements, step 518.

Returning to step 510, where the ADM determines that the client isrequesting time shifted content, e.g., content that has been previouslyrecorded, step 510, the ADM performs an additional check to determine ifthe local advertising that is part of a program is expired or otherwisereplaceable, step 520. The ADM may determine whether an advertisement isexpired according to a number of techniques known to those of skill inthe art. For example, each advertisement is associated with advertisingmetadata that describes various characteristics of the advertisement andmay contain an expiration value that the ADM queries to determine if agiven local advertisement is expired and is therefore amenable toreplacement. The ADM may also use a rights manager and/or database forthe given network or program that may instruct the ADM to either alwaysor never replace advertising in this program.

Where the local advertising within a program has not expired, step 520,the ADM generates a playlist containing the original local advertisingfor the zone in which the client resides, step 520. The ADM also mayutilize a local ADS that reads the original schedules to re-insert thecorrect local advertisements. The ADM delivers the playlist to the videoserver for delivery to the client of the program and advertising thatthe playlist identifies, step 514. Alternatively, where the ADMdetermines that the local advertising within a program has expired, step520, the ADM generates a playlist containing replacement advertisingaccording to one or more of the advertisement targeting techniquesdiscussed herein, step 524. The ADM delivers the playlist to the videoserver for delivery to the client of the program and advertising thatthe playlist identifies, step 514.

Other embodiments of the invention that contemplate alternative methodsfor the delivery of local advertising are presented in FIGS. 5A through5D. Turning to FIG. 5A, one embodiment of providing properly zoned localadvertising when a client is viewing live or near live programming in anNDVR environment includes receiving multiple zoned copies of a programat the NDVT control center wherein each copy contains the proper localadvertising for a given zone, step 528. The NDVR control system recordsa copy of the program for each of the local zones that the system isservicing, step 530. Clients requesting a given program must receive theproper recording of the program for the zone that they reside in, e.g.,a viewer located in zone one must receive the program recorded for zoneone and therefore contains the proper advertising for zone one. Toaccomplish this, The NDVR control center determines the zone in whichthe requesting client resides, step 532, and transmits the appropriatelocal zone copy of the program that the client is requesting, step 534.In this manner, the NDVR control center maintains a copy of a givenprogram for each zone that the NDVR control center services.

An embodiment of the invention for delivering programs with properlyzoned local advertising in recorded programming is illustrated in FIG.5B. According to this embodiment, the NDVR control center receives acopy of a given program for each zone to which the NDVR control centerprovides programming, step 538. Components at the NDVR control centersegment the received programming into programming content, localadvertising and national advertising, step 540, discarding all but onecopy of the programming content and national advertising, step 542, andstoring the local advertising acquired from the live feed in a contentstorage device.

Components at the NDVR control center, e.g., video server, wait toreceive a request from a client in a given zone to deliver a program,step 544. In response, a playlist is created that identifies theprogramming content that the client is requesting and the nationaladvertising contained within the program, step 546. The ADM, inconjunction with one or more ADS systems, calculates the proper localadvertising to select for the zone in which the requesting clientresides, step 548. The playlist created in step 546 is updated toreflect the identifiers for the selected local advertising, which isdelivered to the video server, step 550. The video server, in turn,delivers the properly zoned content to the requesting client fordecoding and display, step 552.

An alternative embodiment to that presented in FIG. 5B for deliveringprograms with properly zoned local advertising in recorded programmingis shown in FIG. 5C. According to this embodiment, the NDVR controlcenter receives a copy of a given program for each zone to which theNDVR control center provides programming, step 548. Components at theNDVR control center segment the received programming into programmingcontent, local advertising and national advertising, step 550,discarding all but one copy of the programming content, step 552. Asopposed to the methodology of FIG. 5B, the present embodiment does notacquire advertising from the live feed. Instead, advertising is acquiredfrom one or more ADS systems registering with the NDVR control center'sADM and delivering advertising content for storage in the system'scontent storage.

Components at the NDVR control center, e.g., video server, wait toreceive a request from a client in a given zone to deliver a program,step 554. In response, a playlist is created that identifies theprogramming content that the client is requesting, step 556. The ADM, inconjunction with one or more ADS systems, calculates the properadvertising to select for the zone in which the requesting clientresides, step 558, e.g., determines which advertisements were at whichpoint in the original live broadcast of the program. The playlistcreated in step 556 is updated to reflect the identifiers for theselected advertising, which is delivered to the video server, step 560.The video server, in turn, delivers the properly zoned content to therequesting client for decoding and display, step 562.

In addition to generating playlists for transmission to a video server,which interprets the playlist to determine the proper content to deliverto a viewer in response to control commands that it receives,functionality is provided for altering a playlist after is has beendelivered to the video server, so called “dynamic” playlists. Oneembodiment of a method for utilizing a dynamic playlist is presented inFIG. 5D. The NDVR control center stores fully segmented programming andadvertising on a content storage device, e.g., hard disk, RAID array,Storage Area Network (“SAN”), Network Attached Storage (“NAS”), etc.,step 564.

When the NDVR control center's video server receives a control commandfrom a client to initiate delivery of a given program, the video serverbegins a new delivery session, step 566. When a new session begins, theNDVR control center generates a playlist that contains informationidentifying the program that the client is requesting, step 568. The ADMis responsible for inserting advertising content, e.g., bumper, pauseand replacement advertising, into the playlist. The ADM contacts one ormore registered ADS to select advertising to accompany the programcontent, step 570, which causes the one or more ADS to return one ormore advertisement identifiers that uniquely identify advertisementcontent that the NDVR control center maintains in its content storagefor inclusion in the playlist. The ADM delivers the playlist to thevideo server for transmission of the programming content and one or moreadvertisements identified in the playlist to the client, step 572.

The client receives the video data from the video server and proceeds todecode and display the programming and advertising content, step 574.The video server awaits receipt of a control command from the client,step 576, or another signal indicating that the client is ending thesession, step 584. When the video server receives a session end signalfrom the client, step 584, the current session ends, step 586, andprogram flow returns to step 566 wherein the video server receives asubsequent control command from the client to initiate delivery of agiven program, causing the video server begins a new delivery session.It should be understood that where a session ends due to the clientpowering down, the exemplary delivery process of FIG. 5D terminates.

Where both checks fail, steps 576 and 584, e.g., the viewer is simplycontinuing to watch the requested program, the client accordinglycontinues to decode and display the data it is receiving from the videoserver, step 574. If the video server receives a control command fromthe client, step 576, a check is performed to determine if the receivedcommand required modification of the playlist, step 578. For example,where the control command that the client transmits indicates a pausecontrol command, the NDVR system may examine a number of factors todetermine if the pause data (pause or pause teaser advertisements)indicated in the playlist should be dynamically replaced withalternative pause data. Factors that the system may use to determine ifplaylist modification is advantageous include, but are not limited to,client state, time of day, selected demographic information regardingthe current viewer, recent viewing history, etc. Similarly, the systemmay simply determine that it would advantageous, on the basis of anumber of current factors, to replace an upcoming advertisementinterspersed within the requested program, whereby program flow proceedsdirectly to step 578, bypassing steps 576 and 584.

When playlist modification is indicated, step 578, the playlistpreviously received by the video server is updated to reflect the newadvertisement information, step 580. The structure of the playlist isdiscussed shortly in greater detail. As the playlist now containsupdated information, the video server prepares the video data associatedwith the new information in the playlist for transmission to the client,which the client decodes and displays to the viewer, step 574.Alternatively, a new playlist for the client's current session may begenerated at step 580, whereby program flow proceeds to step 572 and thenew playlist is delivered to the video server for replacement of theprevious playlist. Where the video server receives a control command,step 576, and the check at step 578 indicates that playlist modificationis not required, the video server executes the control command, step582, passing the appropriate video data to the client for decoding anddisplay, step 574.

As indicated above, certain embodiments of the system and method of thepresent invention rely on the playlist data structure to instruct thevideo server as to the proper content to transmit to the client. FIG. 6presents one embodiment of a method for creating a playlist. When theclient requests a program, the video server calls the ADM with theprogram asset requesting that the ADM either find or create avails andprovide advertisements to fulfill NDVR avails for the program the clientis requesting, step 602. The video server includes information regardingthe program and client, which the ADM may enrich. The ADM calls the ADSfor the advertiser associated with the program or who has purchased NDVRavails to retrieve bumper, replacement and pause advertisements, step604.

The ADM receives advertisement identifiers for bumper, replacement andpause advertisements and assembles the playlist, which also includes areference to the client requested program, step 606. In creating theplaylist, the ADM also creates private data typically to be transmittedto the client for the purpose of identifying the NPT indexes withrespect to pause ads and to index or otherwise segment the playlist,e.g., identifying different content segments of the playlist accordingto the given segment's distance from the start of the play list in NPTunits. The ADM may also add any additional private data that the videoserver or other components of the system require, step 608. The videoserver receives the playlist and begins playback of the content withinthe playlist, step 610, which may start at any point in the playlist,for example, at the NPT point of a bumper advertisement prepended to theclient requested program or at the NPT point of the beginning of theclient requested program. FIGS. 7 through 10 illustrate differentembodiments of playlists and data contained therein.

FIG. 7 presents one embodiment of a playlist. This playlist 702 consistsof a client requested program 704, a number of pause teaseradvertisements 706 a, 706 b and 706 c, which are essentiallyadvertisements for advertisements. In other words, the pause teaseradvertisements present the viewer with an indication or a “teaser” ofthe advertisement with which it is associated. In addition to a numberof pause teaser advertisements 706 a, 706 b and 706 c, the playlist alsocontains a number of pause advertisements 708 a, 708 b and 708 c thatare associated with the pause teaser advertisements. Furthermore, itshould be noted that the playlist can contain any number of types ofadditional advertising content that the video server may present inresponse to a control command that it receives from a client or that maybe presented as part of an NDVR system.

The video server retrieves the client requested program 704 and beginstransmitting the data starting at NPT 0 or a requested NPT index. Whenthe video server receives a control command indicating that the clientis requesting a pause, the video server marks the NPT pause point 710 inthe client requested program and jumps to an appropriate pause teaser,e.g., 706 a, for presentation to the client. While this particularplaylist defines pause teaser advertisements of two seconds in length,pause teaser advertisements may be any desired length, including varyinglengths for different pause teaser advertisements. As with otherembodiments either the client or video server can mark and pass the NPTindex.

An alternative illustration of a playlist is presented in FIG. 8. Thedata structure 800 is of sufficient size to accommodate all data thatthe playlist contains. As with the playlist of FIG. 7, the datastructure 800 is segmented into a number of substructures to storeinformation regarding the client requested program 802 and a pluralityof pause advertisements 804, 806 and 808. Although the data within theplaylist 800 reflects only a program or pause advertisement identifierand a respective NPT point in the playlist, the data may be far morecomprehensive including, by way of example, channel, ownership andprogram address information.

The ADM creates the playlist 800, which the video server uses toidentify the location of the program in the NDVR control center'sstorage facility and the relative arrangement of the content 802, 804,806 and 808 that comprises the playlist 800. When the client generates apause command while watching a requested program, the video server orclient marks the NPT pause point in the client requested asset, e.g., anNPT time between zero and 3,600,000, selects a proper pauseadvertisement 804, 806 and 808 and issues an LSCP command to play thepause teaser or pause ad depending on the given implementation.According to one embodiment, the video server maintains sessionvariables for each client to maintain client state, including the numberof pause advertisements that have been accessed during a given program.For example, when the client initially issues a pause control command,the video server accesses the data for the first pause advertisement804, playing back the pause teaser and awaiting a further command fromthe client prior to performing playback of the pause advertisement inits entirety. Accordingly, subsequent pause commands from the clientresult in the video server delivering subsequent pause teasers andadvertisements 806 and 808. This information can also be stored by theclient and retrieved at the close point of a session.

FIG. 9 presents a bumper advertisement playlist. The playlist 902comprises a variable number of bumper advertisements 904, 906 and 908that are prepended to a client requested program 910. According to theplaylist of FIG. 9, each bumper advertisement 904, 906 and 908 is thirtyseconds in length, although it should be understood by those of skill inthe art that additional bumper advertisements and bumper advertisementsof longer or variable length may be prepended to the client requestedprogram 910. The bumper advertisements 904, 906 and 908 provideadditional avail opportunities in an NDVR environment, e.g., additionalexposure of clients to advertising when viewing network recordedprogramming. As is explained in greater detail herein, it should beunderstood by those of skill in the art that bumper advertisement may beappended, as well as prepended, to a client requested program 910depending on whether the client is requesting a program that iscompletely recorded or a program that is currently in progress, e.g., a“near live” broadcast.

A third embodiment of a playlist is presented in FIG. 10. This playlist1002 is advantageous in situations where the client is viewing “nearlive” television, which may be described as programs that the NDVRcontrol center is currently receiving and that clients are watching asrecorded programming. Because the NDVR control center is currentlyreceiving the program and therefore does not know the duration or NPTlength of the program, it is unable to create a playlist for the programwith data, such as pause and bumper advertisements, that are appended atthe NPT end point of the program.

When the client is viewing a near live program, or when a clientrequests to view a live program, the ADM generates a playlist 1002 withadvertisement data 1004 a, 1004 b, 1004 c, 1006 a, 1006 b, 1006 c and1008 prepended to the client requested asset. To overcome theuncertainty regarding the program length, the ADM creates a playlist1002 with a duration that runs from NPT zero to 0x7FFFFFFFF, which isthe hexadecimal representation of the most positive 32-bit number thatthe system is capable of addressing and indicates the end of the lastasset in the playlist. Barring programs of an unforeseeably longduration, this time space that the playlist 1002 encompasses should besufficient to organize a significant number of pause and bumperadvertisements in conjunction with the client requested program. Becausethe client requested program 1010 is of an unknown length, it isunfeasible to place advertisements 1004 a, 1004 b, 1004 c, 1006 a, 1006b, 1006 c and 1008 in the playlist after the NPT end point of the clientrequested program 1010. To overcome this uncertainty, advertisements1004 a, 1004 b, 1004 c, 1006 a, 1006 b, 1006 c and 1008 are appended tothe playlist before the client requested program 1010, which runs fromthe NPT end point of the advertising content to NPT 0x7FFFFFFFF. As withother embodiments of the playlist, the either the client or video servermaintains session data and logic to determine an appropriate pauseadvertisement for presentation to a client; the playlist facilitateslocating the content that a given entry in the playlist identifies. Theplaylist may also contain replacement advertisements and other playlistadvertisement types.

Although embodiments of the playlist presented in FIGS. 7, 8, 9 and 10present distinctions between bumper, pause teaser and pauseadvertisements, this is not a necessary limitation of the presentinvention. An ADM may define a playlist as a listing of content, such asadvertising and programming, without drawing any distinction between theconstituent pieces of content. Accordingly, the playlist may define anumber of pieces of advertising content and a client requested assetwhereby the video server arbitrarily selects a piece of advertisingcontent to present to the client in response to an avail. For example,the video server may arbitrarily select one or more pieces ofadvertising content to present prior to presenting a client requestedprogram, so called bumper advertisements, while selecting other piecesof advertising content in response to the client generating avails suchas pause advertisements and other avail opportunities. According to oneembodiment, these NPT indicators are not be transmitted to the client toprevent it from segmenting out bumper or replacement advertisements.

Building on the description of the NDVR delivery system of the presentinvention, FIG. 11 illustrates a method for presenting bumperadvertisements according to one embodiment of the present invention. Thevideo server receives a playlist in response to control command from aclient requesting a program, step 1102. The video sever accesses theplaylist that it receives to determine the NPT point at which the clientrequested program begins, step 1104. The video server also examines theplaylist that it receives to determine if the playlist comprises abumper advertisement, step 1006. Where the playlist comprises a bumperadvertisement, step 1106, the video server accesses the bumperadvertisement and delivers it to the client for decoding and display,step 1108. Processing returns to step 1106, at which point the videoserver checks for and transmits to the client any additional bumperadvertisements, step 1108. Although the video server is performing thisaction, the client is unaware that the video server is sending separatepieces of content as the client views the entire playlist as a singleunified piece of content.

The video server delivers all the bumper advertisements in a givenplaylist to the client and begins transmitting the client requestedprogram to the client for decoding and display on a display device, step1110. The client can optionally be allowed to Fast Forward or rewindthrough the content as if it were all one contiguous segment. Once thevideo server begins to transmit the client requested program, it awaitssubsequent control commands from the client. The video server performs acheck to determine if an incoming control command is a pause signal,step 1112. Where the video server receives a pause command, programcontrol passes over link “A” to FIG. 12, which illustrates oneembodiment of a method for delivering pause advertisements to a client.If the video server does not receive a control command consisting of apause signal, step 1112, it performs a check to determine if the clientrequested program is complete, step 1114. When the checks that the videoserver performs at steps 1112 and 1114 return false, the video servercontinues transport of the requested program to the client, step 1110.

When the client requested program is complete, resulting in the check atstep 1114 evaluating to true, or the client tunes away from the programthat he or she requested, the video server performs an additional checkto determine if the client is attempting to request a program that theNDVR control center is distributing live, step 1116. Where the client isrequesting a program that is currently being broadcast from the NDVRcontrol center, co-called “live distribution”, step 1116, the videoserver works in conjunction with the ADM and one or more ADS's togenerate a playlist that is suitable to instruct the video server whichprograms or advertisements it should transmit to the client in responseto various control commands in a live distribution scenario, step 1118.Similarly, when the client is selecting a prerecorded or near liveprogram for playback, the video server works in conjunction with the ADMand one of more ADS's to generate a playlist for playback of theprerecorded program, step 1120. Regardless of whether the client isattempting to view live or recorded television, step 1116, programcontrol returns to step 1102 where the video server receives theappropriate playlist for delivery of the subsequent program.

One embodiment of a method for controlling the operation of the systemof the present invention for pause advertisement delivery is presentedin FIG. 12. According to this embodiment, the video server receives aplaylist, step 1202, and transmits the client requested program fordecoding and display on the client's display device, step 1204. Itshould be noted that the video server may transmit any bumperadvertisements that comprise the playlist for display on the client'sdisplay device according to step 1204. As the video server transmits theclient requested program, along with any bumper or replacementadvertisements, the video server interprets control commands that itreceives from the client. If the client does not transmit a pausecontrol command, step 1206, the video server continues to transmitvideo, step 1204.

Where the user transmits a pause control command, step 1206, the clientor video server marks the NPT of the pause point in the client requestedprogram indicating the point in time that the client transmits the pausecontrol command, step 1208. In response to receipt of the pause controlcommand, the client retrieves a pause image for display, step 1210.According to one embodiment, the client displays the video frame locatedat the NPT pause point. Alternatively, the client may display the videoframe located at the NPT pause point in a video still wrapper, such as a.gif or .jpeg image whereby the video frame is reduced in size.Preferably, the overlay image provides instructions to the clientindicating that the system is in pause mode and commands to reinitiateplayback of the program. The client may also insert a pause icon on thescreen at this time.

The client performs a check to determine if pause advertisements areavailable in the playlist, step 1212. Where no pause advertisements areavailable, step 1212, the client stays at the NPT pause point andcontinues to display a full screen pause, step 1230. Alternatively, theclient displays paused video in conjunction with the video graphicscausing the video server to await receipt of a play control command.According to other embodiments, the client may locally maintain otherstill images or video data for presentation while the program is pausedor play the pause teaser as a video in a picture-in-picture format. Theclient continues to display the pause screen, with or without the videographics, step 1230, while the check that it performs at step 1232evaluates to false. When the client transmits a play control command,step 1232, the video server resumes transmission of the program data forthe client to decode and display on the display device, step 1204.

When the playlist comprises pause advertisements for playback inresponse to an NDVR avail, step 1212, the client analyzes the playlistmetadata to select a proper pause advertisement, step 1214, e.g., usinga first-in first-out or round robin approach. The client determines theproper pause teaser advertisement-pause advertisement pair to use andissues the correct commands to the video server. Analysis continues,step 1214, until the wait period exceeds a timeout threshold, step 1216.When the pause time exceeds the threshold, the video server advances themedia stream to the NPT point of the pause teaser advertisement for thepause advertisement that the video server selects, step 1218, andtransmits the pause teaser advertisement to the client for decoding anddisplay, step 1220. Alternatively the client may go in to a screen saversession teardown mode after an excessively long timeout. Preferably, thevideo server also transmits instructions to the client for display as tothe manner in which the full pause advertisement is viewed.Alternatively, the client may receive instructions in advance forstorage on a local storage device that the client displays on thedisplay device when necessary, e.g., “Press the pause to watch the fulladvertisement”.

If the video server does not receive a pause advertisement playbackcontrol command from the client, step 1222, it checks for a requestedprogram playback control command, step 1224. If both checks at step 1222and 1224 evaluate to false, program control passes to step 1212 wherethe video server optionally performs another check to determine ifadditional pause advertisements are available in the playlist. Where thevideo server does receive a requested program playback signal from theclient, step 1224, the video server resumes transmission of the programdata for the client to decode and display on the display device, step1204.

Returning to step 1222, where the client views a pause teaseradvertisement a check is performed to determine if the viewer transmitsa pause advertisement control command. The pause advertisement controlcommand is a command signal that instructs the video server to begintransmission of a pause advertisement. The pause advertisement controlcommand may be any given key on a viewer's remote control device thatthe video server is programmed to recognize as such. For example, afterthe video server delivers a teaser pause advertisement, it may present avideo overlay indicating the appropriate key that the viewer mustdepress to transmit a pause advertisement control command and therebycommence playback of the pause advertisement.

Where the check at step 1222 evaluates to true, the client directs thevideo server to the NPT point of the pause advertisement that isassociated with the pause teaser advertisement, step 1226. The videoserver transmits the pause advertisement, which the client decodes fordisplay on the client's display device, step 1228. When the video servercompletes transmission of the pause advertisement, it returns totransmission of the pause image, step 1210, at which point the processrepeats with the check at step 1212. According to an alternativeembodiment of the method, when the video server exceeds the timeoutthreshold at step 1216, program flow proceeds directly to step 1226whereby the video server advances the media stream to the NPT point ofthe pause advertisement and bypasses any pause teaser advertisements.Program flow otherwise follows as shown.

Various embodiments of the invention contemplate the video server andADM collecting information regarding clients, some of which the ADS usesto select advertisements for presentation to the client. Informationcollected from clients in a cable television system is subject to anumber of Federal laws and regulations, e.g., 47 U.S.C. §551, et seq.FIG. 13 presents one embodiment of the invention that comprisesfunctionality that allows for delivering targeted advertising to clientswithout the NDVR control center releasing personally identifiableinformation to a third party.

According to the embodiment of FIG. 13, an advertiser 1300 utilizes anasset creation tool 1304 to create or modify an advertisement.Advertisers use a pitching mechanism 1306, e.g., hardware configured totransmit data over a satellite transmission medium, to pass theadvertisement over a network 1308. On the receiving side of thetransmission, a catcher 1312 under the control of an NDVR control center1310, receives advertisements and advertisement metadata. The catcherpasses these data to an Advertisement Management System (AMS) 1314,which registers the advertisement according to its internal mechanismsto thereby make the advertisement available for selection by anadvertiser.

Advantageously, the NDVR control center 1310 also maintains a featurerepository 1316 that contains information regarding every client (notpictured) that it may access. The feature repository 1316 may implementany number of well known data storage methodologies including, but notlimited to, a tab or comma delimited flat file data structure, XMLschema, a relational database, an object oriented database and a hybridobject relational database.

Clients in the NDVR system of the present invention routinely transmitaddressing information that allows a video sever to properly routerequested programming. The ADM 1314 inserts this addressing information,e.g., a client's MAC or IP address, into the feature repository as a key1318 to perform later selection of client information when it receivesan advertisement request, e.g., NDVR avail. In addition to addressinginformation, the operator of the NDVR control center 1310 is free tocollect information regarding clients according to any legal technique,including purchasing information regarding clients from third parties.For example, the NDVR control center may contract with a company thatcompiles magazine subscription information or one that collectsinformation regarding client's shopping habits. The ADM inserts thisclient information as “features” 1322 in the feature repository for agiven client. Other fields, such as a type field 1324 to furtherdescribe a client, are within the scope of data that the featurerepository is intended to maintain.

The video server typically passes a request to the ADM 1314 foradvertisement selection and playlist generation when a client attemptsto access programming and advertising. In response to a request, the ADM1314 accesses the feature repository 1316 to select informationregarding the client. According to one embodiment, the video serverprovides the ADM 1314 with an address or other information that uniquelyidentifies the client that is generating the request. The ADM uses thisaddress or other unique identifier as a key 1318 to retrieve features1322 from the feature repository 1316 that describe the client.

The ADM 1314 comprises logic, e.g., query building functionality, whichit uses to determine which features 1322 to retrieve from the featurerepository 1316. Regardless of the query that the ADM 1314 formulates,the ADM 1314 does not retrieve enough information for a third party topersonally identify a given client. Federal law, e.g., 47 U.S.C. §551 etseq., and their associated rules, provides guidelines on the amount ofdata regarding a client that constitutes personally identifiable, whichthe ADM 1314 implements and are herein incorporated by reference intheir entirety. For example, a database administrator may periodicallyreview the feature repository 1316 to ensure that a third party cannotuse any given feature 1322, either alone or in combination, to identifya person as per the applicable statutes.

The ADM 1314 retrieves features 1322 for a given client on the basis ofthe key 1318 associated with the client and generates an advertisingrequest for transmission to an advertiser 1300. The ADM 1314 transmitsthe request to the advertiser's ADS 1320 over the network 1308. The ADS1320 comprises an interface to one or more targeting systems to assistin determining the proper advertisements that it should instruct the ADM1314 to include in the playlist. One exemplary targeting system is PRIZM1302 a, which compiles demographic information regarding clients on thebasis of geography. Additional information regarding PRIZM software fortargeting advertisements is available athttp://cluster2.claritas.com/YAWYL/aboutprizm.wjsp. Furthermore, theadvertiser may provide the ADS 1320 with interfaces to other targetingsystems 1302 b to facilitate advertisement selection. Such exemplarytargeting systems include, but are not limited to, AXCIOM codes byExperian, simple ZIP+4 geographic targeting and demographic targeting.Alternatively, the ADS may comprise targeting logic to selectadvertisements on the basis of the advertising request.

The ADS 1320 analyzes the advertising, either alone or in conjunctionwith other targeting systems 1302 a and 1302 b, and retrieves one ormore advertisement identifiers that the ADS 1320 transmits over thenetwork back to the ADM 1314. The ADM 1314 uses the advertisementidentifiers to generate a playlist. The ADM passes the playlist to thevideo server, which uses the playlist as a guide to determine theappropriate content (including targeted advertising) that it shouldtransmit to the requesting client. By using the feature repository, theNDVR control center 1310, through use of its ADM 1314, provides forthird party targeting of advertisements without revealing personallyidentifiable information about any given client.

The NDVR system of the present invention works more effectively withthird party advertisers when the parties exchange metadata thatdescribes advertisements. Moreover, the NDVR system should preferablyprovide a mechanism for associating advertising vendors with advertisingavails in a given programming lineup. FIG. 14A presents one embodimentof a relationship between advertisers and a programming lineup. The NDVRcontrol center maintains a programming schedule of broadcast channelsand times 1400. Within this programming schedule 1400, the NDVR controlcenter determines times during which it is broadcasting programming thatrequires advertisements 1404 a, 1404 b and 1404 c.

The NDVR control center preferably maintains an advertising matrix ormapping 1406 between programs, which are identified as a given time slot1412 on a given channel 1408 and advertising vendors 1410. Thisrelationship can be obtained by the API registration command whereby anADS vendor requests to insert advertisements for a particular network,among other parameters, including but not limited to ad type and scope,e.g., national/local. The NDVR control center periodically examines itsadvertising matrix 1406 to identify programming that requiresadvertisements 1404 a, 1404 b and 1404 c. The NDVR control centerconsults its advertising map 1406 and determines the proper vender fromwhich to select advertising for insertion into a given program. Forexample, assume that the NDVR control center identifies that the programbeing broadcast on CNN at 10:00 requires advertising 1404 a. The NDVRcontrol center consults its advertising map 1406 and determines thatvendor V1 provides advertising for CNN and retrieves advertisement thatbelong to vendor V1 for insertion into the 10:00 program 1404 a on CNN.

FIG. 14B presents one embodiment of canonical metadata that the NDVRcontrol center maintains to associate an advertiser's arbitrarilycomplex metadata with video data at the NDVR control center. Canonical,as the term is used herein, refers to data or metadata that conforms toa standard format for maintaining the relevant data, as opposed tonon-canonical metadata, which may conform to any arbitrary format.According to the embodiment, an advertiser 1418 maintains arbitrarilycomplex metadata 1412 regarding its advertisements. Accordingly, theadvertiser is free to maintain as much information regarding anadvertisement as its business needs require. For example, theadvertiser's metadata 1412 may comprise an advertisement's uniqueidentifier, name, date, substance or other description, time from inwhich the advertisement is capable of being selected for broadcast andone or more broadcast rules that the advertiser uses in selecting anadvertisement for broadcast.

When the NDVR control center 1420 receives an advertisement from anadvertiser, it creates canonical metadata. Preferably, this canonicalmetadata comprises no more information than the NDVR control center 1420requires to associate an advertiser 1412 with piece of advertisementcontent 1416, e.g., an MPEG video. According to the exemplaryrelationship of FIG. 14B, the NDVR control center 1420 maintainscanonical metadata 1414 regarding the advertisement 1416 that comprisesonly the unique identifier for the advertisement and the advertiser thatowns the advertisement. In this manner, when an advertiser 1418 selectsan advertisement that it wishes the NDVR control center 1420 to displayto a client, the advertiser 1418 transmits only the advertisement'sunique identifier. Essentially, the canonical metadata 1414 acts to bindthe advertiser's metadata 1412 with the advertisement 1416 that the NDVRcontrol center 1420 maintains. This metadata relationship allowsindividual advertisers to maintain arbitrarily complex metadata 1412,which satisfies an advertiser's own requirements regarding informationthat it requires for advertisement targeting, while the NDVR controlcenter 1420 only maintains metadata 1414 that allows an advertiser 1418to identify an advertisement 1416 and cause the NDVR control center 1420to retrieve that advertisement 1416 for delivery to a client.

FIG. 15 builds on the canonical metadata presented in FIG. 14B byillustrating the relationship between the NDVR control center andmultiple advertising vendors. A first vending advertiser 1516 maintainsmetadata 1518 for advertisements that it registers with the NDVR controlcenter 1502. As explained previously, the advertisers 1516 and 1520 usetheir advertising metadata 1518 and 1522 to select advertisements fortargeting to specific clients. The first advertiser 1516 maintainsmetadata 1518 that comprises information and is in a format that allowsit to select advertisements for targeting according to the giventargeting methodology that it employs. A second advertiser 1520 alsomaintains advertising metadata 1522 that comprises information and is ina format that allows it to select advertisements for targeting accordingto the given targeting methodology that it employs. As can be seen fromthe illustration, each advertising vendor 1516 and 1520 maintainsadvertising metadata 1518 and 1522 that comprises information that isspecific to facilitating advertisement targeting according to eachadvertiser's targeting methodology, e.g., each advertiser maintainsarbitrarily complex metadata.

Each advertiser 1516 and 1520 transmits advertising to the NDVR controlcenter 1502, which stores the advertising 1512 and 1514 in its contentstorage 1510, which may be any type of data store known to those ofskill in the art. In addition to the advertising, the NDVR controlcenter also receives advertisement metadata that it uses to createcanonical metadata 1506 and 1508 for storage in the ADM 1504.Preferably, the canonical metadata comprises only enough information toallow the ADM 1504 to receive instructions from an advertiser to play anadvertisement and select the appropriate advertisement from contentstorage 1510. For example, assume that the ADM 1504 provides anadvertiser 1516 with an opportunity to present an advertisement to aclient. The advertiser 1516 implements a targeting algorithm and selectsa given advertisement on the basis of its metadata 1518. The advertiser1516 returns an advertisement identifier to the ADM 1504, which uses theidentifier to locate the content 1512 that is associated with thecanonical metadata.

In order to facilitate communications between an ADM and one or more ADSsystems that one or more advertisers are operating, there must be acommon application program interface (API) between the ADM and ADS. FIG.16 presents one embodiment of an eXtensible Markup Language (XML) API toensure a common interface between the ADM and ADS. According to the“tree view” of the XML API illustrated in FIG. 16, an AdSelectorMessage1602 is the root message type that passes between an ADS and an ADM thatan NDVR control center is operating to facilitate requests foradvertisements in satisfaction of a given avail. According to oneembodiment of the invention, the communication is conducted according toHTTP over a TCP socket connection.

One type of AdSelectorMessage is a RegistrationRequest 1604 that an ADSpasses to the NDVR control center's ADM to facilitate registration ofthe ADS with the ADM. The RegistrationRequest 1604 allows an ADS toregister with the ADM as a service vender to supply advertisements inresponse to an avail. Each RegistrationRequest 1604 can identify one ormore Services 1606, each Service 1606 identifying a scope of theservice, e.g., local or national, and an advertisement type of theservice, e.g., bumper, pause, replacement, etc. The ADM responds to aproperly formatted RegistrationRequest 1604 with a RegistrationResponse1608 message that acknowledges the RegistrationRequest 1604 and thereceipt of the request by the ADM. The RegistrationResponse 1608 mayidentify zero or more ServiceErrors 1610 indicating an error in therequest that the ADS transmits to the ADM. The ServiceErrors 1610, maybe simply informational, provide warnings, system errors, etc.

When an event occurs in the operation of the NDVR system of the presentinvention that results in the creation of an avail, the ADM transmitsand AvailRequest 1612 to an ADS. For example, an AvailRequest 1612 mayoccur when a client session is set up and the ADM must fulfilladvertisement availability. The AvailRequest 1612 may contain a numberof attributes, such as, but not limited to, a session identifier, alocal zone identifier, a service group, a service identifier, a zip+4,etc. The AvailRequest 1612 consists of a number of components thatprovide context to the request, such as, Avails 1614, Program 1616,TerminalAddress 1618 and optional TargetingCodes 1620. The Avails 1614consists of one or more Avail components 1622, each identifying anadvertisement type, an expected time that the ADM is to fulfill theavail, an original time when the avail was created, an advertiseridentifier, the scope of the avail, e.g., local or national, an availidentifier and the duration of the avail. Similarly, the Program 1616component provides a program identifier and the TerminalAddress 1618component provides an address for the terminal to which the ADM is todeliver the avail, which is typically the MAC address of the terminalsetting up the session. One or more TargetingCode 1624 componentsoptionally identify targeting systems that the ADM is specifying tofacilitate the targeting of the advertisement that is to fulfill theavail.

In response to the AvailRequest 1612, the ADS responds with anAvailResponse 1626 message to the ADM consisting of the list of content,e.g., advertisements, for the ADM to instruct the video server to play.The AvailResponse may consist of zero or more AvailResponseAsset 1628messages that provide asset identifiers for the avails. When the ADMplays the content that the ADS identifies, the ADM passes anAvailComplete 1630 message back to the ADS, which may report the useraction. The ADM also passes one or more AvailCompleteAsest messages tothe ADS identifying the asset identifier that was played, in additionthe start and end time for the avail playback.

The ADS and ADM also pass messages concerning content available at theADM for playback to a user. For example, when the ADS sends new contentto the ADM for storage in the content storage repository at the NDVRcontrol center, the ADM informs the ADS that new content has been addedthrough the NewContent 1634 message, which consists of one or morepieces of Content 1636, each identified by a content identifier.Similarly, when the ADS requires knowledge regarding the content at theADM, the ADS transmits a ListContentRequest 1638, which causes the ADMto return a list of available content for the given ADS in aListContentResponse 1640, the response identifying zero or more piecesof Content 1642.

The XML API of FIG. 16 also provides for the ADM and ADS to exchangeerror information. The ServiceError 1644 identifies an error in the datathat the ADM and ADS are exchanging. As with other error messages, theServiceError 1644 may be simply informational, provide warnings, systemerrors, etc.

Attached to the Specification is Appendix A, which presents a textualXML description of the tree view diagram illustrated in FIG. 16.

While the invention has been described and illustrated in connectionwith preferred embodiments, many variations and modifications as will beevident to those skilled in this art may be made without departing fromthe spirit and scope of the invention, and the invention is thus not tobe limited to the precise details of methodology or construction setforth above as such variations and modification are intended to beincluded within the scope of the invention.

APPENDIX A

<?xml version=“1.0” encoding=“UTF-8”?> <!-- edited with XMLSPY v5 rel. 4U (http://www.xmlspy.com (private) --> <xs:schemaxmlns:xs=“http://www.w3.org/2001/XMLSchema”elementFormDefault=“qualified” attributeFormDefault=“unqualified”>  <xs:element name=“AdSelectorMessage”>    <xs:annotation>    <xs:documentation>Root Message. Communication is over HTTP on anailed up TCP socket connection.           ATTRIBUTES:  requestID:1/2/3/4...     </xs:documentation>    </xs:annotation>   <xs:complexType>     <xs:choice>      <xs:annotation>      <xs:documentation>Choice: Message is of a particulartype.</xs:documentation>      </xs:annotation>      <xs:elementname=“RegistrationRequest”>       <xs:annotation>       <xs:documentation>REQUEST: ADS => ADM   RegistrationRequestallows an ADS to register             with the AdManager as a servicevendor.             ATTRIBUTES:  type:register/unregister  ADSName:  version: 1.0        </xs:documentation>      </xs:annotation>       <xs:complexType>        <xs:sequencemaxOccurs=“unbounded”>         <xs:element name=“Service”>         <xs:annotation>           <xs:documentation>Service inCDATA.  ATTRIBUTES:  scope: Local/National                adType:Bumper/Pause/Re           </xs:documentation>          </xs:annotation>         <xs:complexType>           <xs:attribute name=“scope”use=“required”>            <xs:simpleType>             <xs:restrictionbase=“xs:string”>              <xs:enumeration value=“Local”/>             <xs:enumeration value=“National”/>            </xs:restriction>            </xs:simpleType>          </xs:attribute>           <xs:attribute name=“adType”use=“required”>            <xs:simpleType>             <xs:restrictionbase=“xs:string”>              <xs:enumeration value=“Bumper”/>             <xs:enumeration value=“Pause”/>             <xs:enumeration value=“Replacement”/>             <xs:enumeration value=“PauseTeaser”/>             <xs:enumeration value=“PauseStill”/>            </xs:restriction>            </xs:simpleType>          </xs:attribute>          </xs:complexType>        </xs:element>        </xs:sequence>        <xs:attributename=“type” use=“required”>         <xs:simpleType>         <xs:restriction base=“xs:string”>           <xs:enumerationvalue=“register”/>           <xs:enumeration value=“unregister”/>         </xs:restriction>         </xs:simpleType>       </xs:attribute>        <xs:attribute name=“ADSName”type=“xs:string” use=“required”/>     <xs:attribute name=“version”type=“xs:string” use=“required”/>    </xs:complexType>   </xs:element>  <xs:element name=“RegistrationResponse”>    <xs:annotation>    <xs:documentation>RESPONSE: ADM => ADS     RegistrationResponse acksthe          ADS registration request.     </xs:documentation>   </xs:annotation>    <xs:complexType>     <xs:sequence minOccurs=“0”maxOccurs=“unbounded”>      <xs:element ref=“ServiceError”/>    </xs:sequence>    </xs:complexType>   </xs:element>   <xs:elementname=“AvailRequest”>    <xs:annotation>     <xs:documentation>REQUEST:ADM => ADS  AvailRequest occurs when a client session is          setupand an ad availability has occured and is being requested.         ATTRIBUTES: sessionID: 1/2/3/4...   localZone: OSH...         serviceGroup: 456....   zipPlus4: 800271234          service:CNN/TNT     </xs:documentation>    </xs:annotation>    <xs:complexType>    <xs:all>      <xs:element name=“Avails”>       <xs:complexType>       <xs:sequence maxOccurs=“unbounded”>         <xs:elementname=“Avail”>          <xs:annotation>          <xs:documentation>ATTRIBUTES: adType: Bumper/Pause...               expectedTime: UTC/8601 originalTime: UTC/8601               advertiser: scope: Local/National  availID: 1/2/3/4               minDuration: 30 maxDuration: 30 expectedDuration:               30 numberOfAds: 1           </xs:documentation>         </xs:annotation>          <xs:complexType>          <xs:attribute name=“adType” use=“required”>           <xs:simpleType>             <xs:restriction base=“xs:string”>             <xs:enumeration value=“Bumper”/>             <xs:enumeration value=“Replacement”/>             <xs:enumeration value=“Pause”/>             <xs:enumeration value=“PauseTeaser”/>             <xs:enumeration value=“PauseStill”/>            </xs:restriction>            </xs:simpleType>          </xs:attribute>           <xs:attribute name=“expectedTime”type=“xs:string” use=“required”/>           <xs:attributename=“originalTime” type=“xs:string” use=“optional”/>          <xs:attribute name=“advertiser” type=“xs:string”use=“optional”/>           <xs:attribute name=“availID” type=“xs:string”use=“required”/>           <xs:attribute name=“scope” use=“required”>           <xs:simpleType>             <xs:restriction base=“xs:string”>             <xs:enumeration value=“Local”/>             <xs:enumeration value=“National”/>            </xs:restriction>            </xs:simpleType>          </xs:attribute>           <xs:attribute name=“minDuration”type=“xs:string” use=“optional”/>           <xs:attributename=“maxDuration” type=“xs:string” use=“optional”/>          <xs:attribute name=“expectedDuration” type=“xs:string”use=“optional”/>           <xs:attribute name=“numberOfAds”type=“xs:string” use=“optional”/>          </xs:complexType>        </xs:element>        </xs:sequence>       </xs:complexType>     </xs:element>      <xs:element name=“Program”>      <xs:annotation>        <xs:documentation>Program in CDATA ofelement.             ATTRIBUTES:   programID: 1/2/3/4...       </xs:documentation>       </xs:annotation>       <xs:complexType>       <xs:attribute name=“programID” type=“xs:string” use=“required”/>      </xs:complexType>      </xs:element>      <xs:elementname=“TerminalAddress”>       <xs:annotation>       <xs:documentation>Usually the MAC address of the terminal settingup a session.             ATTRIBUTES: type: IP/MAC/UNIT/SN       </xs:documentation>       </xs:annotation>       <xs:complexType>       <xs:simpleContent>         <xs:extension base=“xs:string”>         <xs:attribute name=“type” use=“required”>          <xs:simpleType>            <xs:restriction base=“xs:string”>            <xs:enumeration value=“IP”/>             <xs:enumerationvalue=“MAC”/>             <xs:enumeration value=“UNIT”/>            <xs:enumeration value=“SN”/>            </xs:restriction>          </xs:simpleType>          </xs:attribute>        </xs:extension>        </xs:simpleContent>      </xs:complexType>      </xs:element>      <xs:elementname=“TargetingCodes” minOccurs=“0”>       <xs:complexType>       <xs:sequence maxOccurs=“unbounded”>         <xs:elementname=“TargetingCode”>          <xs:annotation>          <xs:documentation>Code in CDATA of element. ATTRIBUTES:               providerName:           </xs:documentation>         </xs:annotation>          <xs:complexType>          <xs:attribute name=“providerName” type=“xs:string”use=“required”/>          </xs:complexType>         </xs:element>       </xs:sequence>       </xs:complexType>      </xs:element>    </xs:all>     <xs:attribute name=“sessionID” type=“xs:string”use=“required”/>     <xs:attribute name=“localZone” type=“xs:string”use=“required”/>     <xs:attribute name=“serviceGroup” type=“xs:string”use=“required”/>     <xs:attribute name=“zipPlus4” type=“xs:string”use=“optional”/>     <xs:attribute name=“service” type=“xs:string”use=“required”/>    </xs:complexType>   </xs:element>   <xs:elementname=“AvailResponse”>    <xs:annotation>     <xs:documentation>RESPONSE:ADS => ADM           AvailResponse: The response to the avail request.Returns a list of content to           be played. ATTRIBUTES: sessionID:1/2/3/4...     </xs:documentation>    </xs:annotation>   <xs:complexType>     <xs:sequence minOccurs=“0”maxOccurs=“unbounded”>      <xs:element name=“AvailResponseAsset”>      <xs:annotation>        <xs:documentation>AssetID in CDATA forelement.             ATTRIBUTES: playID: 1/2/3/4... availID: 1/2/3/4...       </xs:documentation>       </xs:annotation>       <xs:complexType>       <xs:attribute name=“playID” type=“xs:string” use=“required”/>       <xs:attribute name=“availID” type=“xs:string” use=“required”/>      </xs:complexType>      </xs:element>     </xs:sequence>    <xs:attribute name=“sessionID” type=“xs:string” use=“required”/>   </xs:complexType>   </xs:element>   <xs:element name=“AvailComplete”>   <xs:annotation>     <xs:documentation>REQUEST: ADM => ADS         AvailComplete: Sent from AdManager when the content was played.May report          the user action.     </xs:documentation>   </xs:annotation>    <xs:complexType>     <xs:sequencemaxOccurs=“unbounded”>      <xs:element name=“AvailCompleteAsset”>      <xs:annotation>        <xs:documentation>AssetID in CDATA forelement.             ATTRIBUTES: playID: 1/2/3/4...  startTime: UTC inISO 8601             endTime: UTC in ISO 8601 userAction: FF/Play/RW...       </xs:documentation>       </xs:annotation>       <xs:complexType>       <xs:attribute name=“playID” type=“xs:string” use=“required”/>       <xs:attribute name=“assetID” type=“xs:string” use=“required”/>       <xs:attribute name=“startTime” type=“xs:string” use=“required”/>       <xs:attribute name=“userAction” use=“required”>        <xs:simpleType>          <xs:restriction base=“xs:string”>          <xs:enumeration value=“FF”/>           <xs:enumerationvalue=“RW”/>           <xs:enumeration value=“Play”/>          <xs:enumeration value=“Pause”/>           <xs:enumerationvalue=“Stop”/>          </xs:restriction>         </xs:simpleType>       </xs:attribute>       </xs:complexType>      </xs:element>    </xs:sequence>    </xs:complexType>   </xs:element>   <xs:elementname=“NewContent”>    <xs:annotation>     <xs:documentation>REQUEST: ADM=> ADS NewContent: Notification that new content has been          addedto the content store that is relevant to this ADS.    </xs:documentation>    </xs:annotation>    <xs:complexType>       <xs:sequence maxOccurs=“unbounded”>         <xs:elementref=“Content”/>        </xs:sequence>       </xs:complexType>     </xs:element>      <xs:element name=“ListContentRequest”>      <xs:annotation>        <xs:documentation>REQUEST: ADS => ADM           ListContentRequest: Request to returns list of availablecontent for given ADS.            CDATA contains ADSName?       </xs:documentation>       </xs:annotation>      <xs:complexType/>      </xs:element>      <xs:elementname=“ListContentResponse”>       <xs:annotation>       <xs:documentation>RESPONSE: ADM => ADS           ListContentRequest: The list of available content.       </xs:documentation>       </xs:annotation>       <xs:complexType>       <xs:sequence minOccurs=“0” maxOccurs=“unbounded”>        <xs:element ref=“Content”/>        </xs:sequence>      </xs:complexType>      </xs:element>      <xs:elementref=“ServiceError”/>     </xs:choice>     <xs:attribute name=“requestID”type=“xs:long” use=“required”/>    </xs:complexType>   </xs:element>  <xs:element name=“ServiceError”>    <xs:annotation>    <xs:documentation>Error text in CDATA of element. ServiceErrorcontains an errorCode attribute of which the          meaning is TBD.         ATTRIBUTES: errorCode: 301/302   service: CNN/TNT         ERROR CODES: 1xx: Informational   2xx: Warnings 3xx: Errors301: Service          Already Re   302: Invalid Service    303: VersionError    304: Asset          Missing    305: Request Time Out         4xx: System Error    401: Invalid Message Data    </xs:documentation>    </xs:annotation>    <xs:complexType>    <xs:attribute name=“errorCode” type=“xs:int” use=“required”/>    <xs:attribute name=“service” type=“xs:string” use=“optional”/>   </xs:complexType>   </xs:element>   <xs:element name=“Content”>   <xs:annotation>     <xs:documentation>CDATA containsassetID?</xs:documentation>    </xs:annotation>   </xs:element></xs:schema>

1. A method for processing an advertisement, the method comprising:electronically storing, in a storage device, an advertisement andarbitrarily complex metadata that includes metadata conforming to anarbitrary format, the arbitrarily complex metadata comprising a uniqueadvertisement identifier, a description of the advertisement and aplurality of other items of information maintained by an advertiser;electronically receiving the advertisement at a control center, whereinthe control center is coupled to a plurality of clients over a network;electronically mapping, using a processor associated with the controlcenter, the arbitrarily complex metadata of the advertisement tocanonical metadata that includes metadata conforming to a standardformatting, wherein the canonical metadata includes less informationthan the arbitrarily complex metadata and wherein the processor mapsfewer than all of the arbitrarily complex metadata to the canonicalmetadata; storing the advertisement and the canonical metadata at thecontrol center; receiving at the control center, a request from theadvertiser to display the advertisement by reference to the canonicalmetadata, the advertisement having been determined to be displayed basedupon the arbitrarily complex metadata; maintaining a codec from thecontrol center for decoding audio and video data; and displaying atleast one of the client devices the advertisement determined to bedisplayed based on the arbitrarily complex metadata in response to aclients program request by using the codec from the control center fordecoding audio and video data associated with the advertisement, theadvertisement being part of a playlist that comprises a program and oneor more advertisements, wherein the control center generates a firstplaylist in response to receiving the program request and a secondplaylist in response to receiving a request to play a previouslyrecorded program.
 2. The method as recited in claim 1, wherein thecontrol center comprises a plurality of video servers, the arbitrarilycomplex metadata is stored in a storage device associated with anadvertisement management system coupled to the control center over thenetwork, and wherein the control center stores canonical metadatacomprising the unique advertisement identifier, the method comprisingreceiving, from an advertisement selection system coupled to the controlcenter over the network, only the unique advertisement identifierassociated with the advertisement determined to be displayed based onthe arbitrarily complex metadata, and directing the video servers todeliver to the at least one client the advertisement associated with theunique advertisement identifier.
 3. The method as recited in claim 1,wherein the arbitrarily complex metadata includes at least one of theadvertisement name, creation date, and preferred playback time of theadvertisement.
 4. The method as recited in claim 1, further comprising:storing a logical array at the control center that identifies programscheduling and description information for a given show and advertiserswho desire to display advertisements for the given show; and contactinga corresponding advertiser based on an entry in the logical array whenthe control center determines that an advertisement is needed during thegiven show.
 5. A method for processing an advertisement, the methodcomprising: electronically storing an advertisement, at an advertiser,with arbitrarily complex metadata associated with the advertisement, thearbitrarily complex metadata includes metadata conforming to anarbitrary format, the arbitrarily complex metadata comprising a uniqueadvertisement identifier, a description of the advertisement and aplurality of other items of information maintained by an advertiser;receiving the advertisement at a control center from a vendor, whereinthe control center is coupled to a plurality of clients over a network;electronically mapping, using a processor associated with the controlcenter, the arbitrarily complex metadata of the advertisement tocanonical metadata that includes metadata conforming to a standardformatting, wherein the canonical metadata includes less informationthan the arbitrarily complex metadata and wherein the processor mapsfewer than all of the arbitrarily complex metadata to the canonicalmetadata; storing the advertisement at the control center in associationwith the canonical metadata; storing a logical array at the controlcenter that identifies program scheduling and description informationfor a given show and advertisers who desire to display advertisementsfor the given show; maintaining a codec from the control center fordecoding audio and video data; contacting a corresponding advertiserbased on an entry in the logical array when the control centerdetermines that an advertisement is needed during the given show; andelectronically receiving the canonical metadata associated withadvertisement from the vendor upon a determination by the vendor todisplay the advertisement based upon the arbitrarily complex metadata;displaying at least one of the client devices the advertisementdetermined to be displayed based on the arbitrarily complex metadata inresponse to a clients program request by using the codec from thecontrol center for decoding audio and video data associated with theadvertisement, the advertisement being part of a playlist that comprisesa program and one or more advertisements, wherein the control centergenerates a first playlist in response to receiving the program requestand a second playlist in response to receiving a request to play apreviously recorded program.
 6. A control center which displaysadvertisements, the control center coupled to a plurality of clientsover a network, the control center comprising: a processor operative toreceive an advertisement and arbitrarily complex metadata that includesmetadata conforming to an arbitrary format, the arbitrarily complexmetadata comprising a unique advertisement identifier, a description ofthe advertisement and a plurality of other items of informationmaintained by from an advertiser, the processor further operative to mapthe arbitrarily complex metadata of the advertisement to canonicalmetadata, wherein the canonical metadata includes less information thanthe arbitrarily complex metadata, the canonical metadata conforms to astandard formatting, and wherein the processor maps fewer than all ofthe arbitrarily complex metadata to the canonical metadata; theprocessor further operative to display at least one of the clientdevices the advertisement based upon the canonical metadata in responseto a clients program request, wherein the advertisement is part of aplaylist that comprises a program and one or more advertisements,wherein the control center generates a first playlist in response toreceiving the program request and a second playlist in response toreceiving a request to play a previously recorded program, theadvertisement having been selected to be displayed based upon adetermination by the advertiser using the arbitrarily complex metadata;and a memory operative to store the advertisement in association withthe canonical metadata, the memory further operative to maintain a codecfrom the control center for decoding audio and video data.
 7. Thecontrol center as recited in claim 6, wherein the memory stores theadvertisement in association with advertiser information.
 8. The controlcenter as recited in claim 6, wherein the arbitrarily complex metadataincludes at least one of a unique identifier, the advertisement name,creation date, advertisement description information, and preferredplayback time of the advertisement.
 9. The control center as recited inclaim 6, wherein the memory stores a logical array that identifiesprogram scheduling and description information for a given show andadvertisers who desire to display advertisements for the given show; andthe control center contacts a corresponding advertiser based on an entryin the logical array when the control center determines that anadvertisement is needed during a given show.
 10. A system for displayingan advertisement, the system comprising: an advertiser componentmaintaining one or more advertisements; and a control center coupled toa plurality of clients over a network, the control center including: anadvertisement management system (AMS) operative to receive anadvertisement and arbitrarily complex metadata that includes metadataconforming to an arbitrary format, the arbitrarily complex metadatacomprising a unique advertisement identifier, a description of theadvertisement and a plurality of other items of information maintainedby the advertiser component and map fewer than all of the arbitrarilythe arbitrarily complex metadata of the advertisement to canonicalmetadata that includes less information than the arbitrarily complexmetadata, the canonical metadata is data that conforms to a standardformatting, the advertisement management system further operative todisplay the advertisement at least one of the client devices based uponthe canonical metadata in response to a clients program request, theadvertisement being part of a playlist that comprises a program and oneor more advertisements, wherein the control center generates a firstplaylist in response to receiving the program request and a secondplaylist in response to receiving a request to play a previouslyrecorded program, the advertisement having been selected to be displayedbased upon a determination by the advertiser using the arbitrarilycomplex metadata, and a memory operative to store the advertisement inassociation with the canonical metadata, the memory further operative tomaintain a codec from the control center for decoding audio and videodata.
 11. The system as recited in claim 10 wherein the memory storesthe advertisement in association with advertiser component information.12. The system as recited in claim 10, wherein the arbitrarily complexmetadata includes at least one of a unique identifier, the advertisementname, creation date, advertisement description information, andpreferred playback time of the advertisement.
 13. The system as recitedin claim 10, wherein: the memory stores a logical array that identifiesprogram scheduling and description information for a given show andadvertiser components who desire to display advertisements for the givenshow; and the control center contacts a corresponding advertisercomponent based on an entry in the logical array when the control centerdetermines that an advertisement is needed during a given show.
 14. Thesystem as recited in claim 10, wherein: the control center receives arequest from the advertiser component to display the advertisement byreference to the canonical metadata; and the control center displays theadvertisement.
 15. An application program interface (API) forfacilitating communication between a first computer and a secondcomputer, the API comprising: a first computer requesting registrationwith a second computer, the second computer responding to theregistration request of the first computer and the first computer tostore a plurality advertisements and arbitrarily complex metadata thatincludes metadata conforming to an arbitrary format, the arbitrarilycomplex metadata comprising a unique advertisement identifier, adescription is descriptive of each of the advertisements and a pluralityof other items of information maintained by an advertiser; a mappingcomponent mapping the arbitrarily complex metadata of the advertisementsto canonical metadata that includes metadata conforming to a standardformatting, wherein the mapping component maps fewer than all of thearbitrarily complex metadata to the canonical metadata; an advertisementidentifier based on the canonical metadata from the first computer inresponse to the occurrence of an event, the advertisement identifierbeing requested by the second computer, the advertisement identifierassociated with a selected advertisement, the selected advertisementhaving been selected by the first computer based upon the arbitrarilycomplex metadata and the selected advertisement being part of a playlistthat comprises a program and one or more selected advertisements,wherein the second computer generates a first playlist in response toreceiving a program request and a second playlist in response toreceiving a request to play a previously recorded program; atransmission component transmitting the advertisement identifier fromthe first computer to the second computer; a playback of anadvertisement associated with the advertisement identifier is complete,the second computer sending an acknowledgement to the first computerupon completion of the playback of the advertisement associated with theadvertisement identifier; a new advertisement is available, the newadvertisement associated with an alert transmitted from the secondcomputer to the first computer; a set of available advertisements, theset of advertisements being listed by the second computer in response toinstructions sent by the first computer; and a listing of the set ofavailable advertisements in response to the first computer'sinstruction, the listing of the set of available advertisements beingtransmitted by the second computer.
 16. The API of claim 15 wherein thefirst computer is an advertisement selection system (ADS) operative toselect advertisements and the second computer is an advertisementmanagement system (AMS) operative to manage and playback advertisements.